In 2017, Pizza Hut became the official sponsor of the NFL. But that wasn’t necessarily a good thing, since association with the league was highly controversial. When TracyLocke was asked to active the partnership, instead of focusing uniting fans around the league, we created a CRM program that united fans around what mattered most to them — their NFL team. We introduced Game Plan, our Hut Rewards® program that invited consumers to visit PizzaHut.com to tell us about their favorite NFL team. All season long, we sent them weekly personalized emails with exclusive deals right before their team’s game — driving online orders and making it easy for fans to have their lucky pizza arrive just in time for kickoff. Plus, every order made online entered the fans into a weekly sweepstakes for team merchandise, including “homegating” necessities like beer koozies, party trays and more. We promoted this ecommerce program in print, packaging and social media, making Game Plan the football-face of Hut Rewards and helping Pizza Hut elevate the game-day experience for every fan.